DC Comics Goes All In on Amazon To Promote Superman Remake

Look up in the sky!

DC Studios’ Superman reboot is one of this summer’s most anticipated movies. The film is leaning heavily on Amazon to make a marketing splash.

DC Studios and Amazon are launching a campaign called “Anyone Can Be Super” that gives Amazon Prime members in the U.S. access to early screening tickets, interactive elements, and a co-branded video spot. The campaign was developed with Amazon Ads’ Brand Innovation Lab—Amazon’s creative studio for advertisers.

Program members will be able to buy tickets to July 8 screenings of Superman on Fandango ahead of the movie’s wider release on July 11. There’s also a nonprofit component to the partnership. Customers who buy tickets through Fandango can round up the cost to the nearest dollar and donate the balance to Boys & Girls Clubs of America.

Superman meets Amazon

Amazon-owned Alexa is also involved in the campaign.

Customers can bring Superman’s superhero spirit into their homes by saying, “Alexa, start the Superman theme,” which unlocks daily affirmations, encourages acts of kindness, and offers interactive content voiced by stars David Corenswet, Rachel Brosnahan, and Nicholas Hoult. Fans can also buy tickets to the movie through a QR code on select devices.

On Twitch, the platform will roll out gaming streams where influencers will attempt Superman-inspired challenges during gameplay while sharing content from the film.

The campaign also features a 60-second co-branded ad directed by JOJX director Madeline Clayton, which stars a young boy and his dog—inspired by Superman and his own dog Krypto—learning how small acts of kindness can make a big difference in people’s daily lives. The duo do everything from assisting family and neighbors with tasks like putting away groceries, gardening, and taking out the trash.

The spot will appear on Prime Video ads, a custom brand store page on Amazon, and in social media posts.

“This campaign embodies what happens when creativity meets innovation across Amazon’s unique canvas,” Alexys Coronel, head of U.S. entertainment, media and telecommunications, Amazon Ads, told ADWEEK. “We’ve created multiple touchpoints that bring Superman’s inspiring message to life in meaningful ways.”

Dana Nussbaum, evp of worldwide marketing and consumer products liaison at Warner Bros. Pictures, added that the studio was eager to work with Amazon on the “Summer of Superman” to embody the “superhero’s innate goodness and enduring belief in the hero in us all.”

“We wanted to explore new ways to connect with our global audience, and could not have better partners than Amazon Ads and the breadth of engagement opportunities that Amazon delivers, while keeping our audience front and center in the branded consumer experience,” Nussbaum said.